Being social

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  • Followers, friends, retweets, commenters, comments, are only so much
  • PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
  • ReputationSalesInfluence v Volume?Reach v Time?Views v Comments?Followers v Retweets?Brand reputation v Sales?My ROI is bigger than your ROI so there...
  • Only play the ROI game on a level playing field.
  • £300K increase indirect sales
  • ROI is no longer an issue when it comes to reputation online.It’s a hygeine factor. It’s expected.I can’t put figures on it, but the sooner a lid is put on a story (generally) the less it propogates. Speed is essential

Transcript

  • 1. TITLE TO GO HEREAdditional detailsDate
    Put your money
    where your mouse is
    Chris Reed
    Managing Partner, Brew
    @chris_reed
    www.brewdigital.com
  • 2. What’s the ROI of a nice cup of tea?
  • 3. The best way to judge the effectiveness of a social media campaignis not simply to judge the effectiveness of a social media campaign
  • 4. followers, flows, friends, fans, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.
  • 5. But how do you compare...
  • 6. Evaluation > Measurement
  • 7. You want to do what, exactly?
  • 8. Who do you wantto get to door think what?And how do you knowwhen they’ve done it?
  • 9. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase
  • 10. Social Media/Online PR => £300K of trackable sales
  • 11. Social media => 10,000+ user aquisition
  • 12. But how does ROI & customer service work?
  • 13. The social media crisis cycle
    Other twitterati drive the story.
    Someone is offended (by a brand) and tweets it
    Bloggers get interested.
    Brand responds.
    Or doesn’t
    Mainstream news expands and propagates story
    Brand’s response is picked over by social media gurus
  • 14. Now – what’s this cup of tea worth?
  • 15. TITLE TO GO HEREAdditional detailsDate
    Put your money
    where your mouse is
    Chris Reed
    Managing Partner, Brew
    @chris_reed
    www.brewdigital.com